VP Design Innovation and Strategy, The Procter & Gamble Company
Claudia joined P&G in 1978 in Marketing. During her career at P&G, she led the marketing for many of the company's biggest brands, including Crest, Pampers, Pantene, and Head & Shoulders. Through out this time she gained a reputation as an innovator and change agent. In 2001, CEO A.G. Lafley, appointed Claudia, Vice President, Design Innovation and Strategy, a new position charged with building Design into P&G's DNA. In this role, she also functions as a chief barrier buster and Design Evangelist, and has been instrumental in the transformation of how PZ&G uses design - moving from primarily executional to strategic. In 2005, Claudia was named one of "20 Masters of Design" by Fast Company, and BusinessWeek named her one of "Best Leaders of 2005" and "Champion of Innovation" in 2006. She is also a member of the Belizean Grove and is a Trustee of the Cooper-Hewitt National Design Museum.
The IIT Institute of Design Strategy Conference is an international executive forum addressing how businesses can use design to explore emerging opportunities, solve complex problems, and achieve lasting strategic advantage.
Global businesses increasingly appreciate how design and design thinking can provide them with high-level, strategic value and competitive advantage. In an intensely competitive market, with ever more diverse and demanding customers, executives are often left unsure of exactly what products, communications and services to create for what segments of the market. Design, with its ability to understand users, redefine problems and create systemic, human-centered solutions, can help companies better understand their customer's daily lives, and lead directly to valuable (and valued) offerings that are effectively tailored to their market.
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